8PM needed more than a new website — it needed a system able to connect technology, sales, and identity into one clear, scalable direction.
(a.)
(b.)
(c.)
(d.)
(e.)
(f.)
(g.)
(h.)
(i.)
(l.)
BRAND AUDIT
DESIGN UX/UI
APP INTEGRATION
SHOPIFY DEVELOPMENT
SYSTEM INTEGRATION
MARKETING STRATEGY & CONSULTING
PERFORMANCE MARKETING
CRO TESTING
SEO OPTIMIZATION
AI POWERED AUTOMATION
8PM, founded in 2009 in Modena by Luana Rivi and Marinella Sighinolfi, blends craftsmanship and elegance with everyday comfort. The name evokes the shift between work and leisure, creating versatile pieces that merge streetwear with refined contemporary fashion.
OVERVIEW
8PM entrusted us with the complete reconstruction of its digital ecosystem, starting from a complex migration to Shopify Plus and a full redesign of categories, flows, navigation, and visual identity.
The goal was to build a platform capable of supporting growth, improving performance, and delivering a smoother shopping experience. We integrated a custom ERP through bespoke middleware and developed proprietary apps designed to boost insights and conversion.
The result is a stronger, more coherent system — ready to scale.
Design
Functionality
8PM’s design was completely reimagined: minimal, clean, contemporary, and deeply fashion-driven.
We built a balance between editorial aesthetics and conversion-oriented UX/UI, supported by the consistent use of Helvetica Neue 64. Product listings, PDPs, and micro-interactions were crafted to guide users through a natural, clear, identity-rich journey.
A design that elevates the brand and maximizes conversion.
Our design approach was to digitize the brand’s "24/7" philosophy. We created a visual rhythm that moves seamlessly between editorial inspiration and shopping utility, mirroring the versatility of the 8PM woman. The interface balances bold typography with fluid layouts, ensuring that the transition from daywear to evening looks feels natural. It’s a design system where aesthetics meet accessibility, turning the concept of "effortless style" into a tangible digital experience.
Technology
For 8PM, we built a scalable technological ecosystem, integrating a custom ERP through a dedicated middleware and developing three internal apps designed to improve insights and conversion:PulseView (real-time analytics), SizeSync (size sync + dynamic suggestions), QuickLift (AI-powered smart quick add).
Everything was engineered to work natively with Shopify Plus, ensuring speed, stability, and a shopping experience fully oriented towards sales. A fluid, lightweight, and solid system.
Performance
We redefined 8PM’s entire marketing approach, strategically redistributing budgets between Meta Ads and Google Ads according to seasonality, margins, and sales goals.
We established communication guidelines, supported content creation, and redesigned the influencer and creator management model.
The entire digital ecosystem — advertising, website, content, and messaging — is now coordinated, coherent, and more measurable, strengthening the brand’s positioning and performance.
The new digital ecosystem made the shopping journey smoother, improved navigation, and increased engagement. A project built to grow — giving the brand more space, clarity, and performance.
(a.)
Conversion Rate
(b.)
Average Time On Site
(c.)
ROAS ADV
System Integration
INTRODUCTION
For 8PM, we built a fully tailored integration system centered on their custom ERP. We developed a dedicated middleware able to synchronize orders, stock, product data, and real-time updates.
The ecosystem is enhanced by proprietary apps that communicate natively with Shopify Plus, ensuring stability, speed, and operational consistency. The entire infrastructure now functions as one integrated system — designed to scale, simplify management, and support the brand’s future expansion.
Integration isn’t our process. It’s our instinct ▫ Integration isn’t our process. It’s our instinct ▫
( e. )
The Team
Full Stack Developer
Eric Affinito
Technical Leader – Development Lead
Filippo Martini
Head of Infrastructure
Francesco Bellato
Art Direction & Design
Jarno Canulli
Synchronization Coordinator
Jonathan Buanne
Marketing Specialist
Ludovico Reali
Designer
Luisa Morante
Head of System Integration
Marco Campani
Front-End Developer
Ekaterina Ponomareva
Front-End Developer
Nikita Zanella
Marketing Specialist
Riccardo Baroni
Digital Experience Designer
Nicola Romei
Designer – UI/UX & Visual Systems
Simone Ori
SEO
Valerio Burioli
Art Direction & Marketing
Alessandro Zamboni
Project Manager
Beatriz Barros
Stylist & Data Entry
Cecilia Superbi
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